Interviews
1.
Dr. Miller- When purchasing new medical equipment,
he looks for products that are cutting edge and have great results. Depending on
the price of the purchase he is most likely to finance his equipment. His
decisions are based on need and efficiency. He only purchases from reputable
companies since safety is paramount. He believes if the machine lasts and works
to his expectations then he is satisfied with the purchase.
2.
Dr. Raymond- When purchasing new medical equipment,
he makes the decision with the other doctors in his practice. They weigh out
the purchase based on need, how many patients will this benefit, and if the purchase
can be used by multiple physicians in the practice. They are more likely to buy
equipment that has been thoroughly vetted. Hands on training is always an
advantage. Larger pieces of equipment must be financed, smaller pieces are
purchased straight out. They value equipment that serves it purpose and can help
further diagnose patients.
3.
Dr. Daniels- When purchasing new medical equipment,
she likes to see it in action. She enjoys going to medical trade shows to see
the latest and greatest technology. She is the most likely out of my
interviewees to try the latest technologies. This is a double-edged sword
because she has purchased equipment that didn’t live up to its hype in the past.
She has had more successful purchases than not. Her purchases are primarily
financed because medical equipment is extremely expensive.
These interviews confirmed my product is a B2B type purchase.
When selling this product demos will be a must. Financing is the general method
for purchasing such items. Ultimately customer will be happy with a product
that has great results.
Kudos to you for getting 3 doctors to interview! Your interviews establish a lot of credibility that your idea is needed. I thought your idea was great to begin with since I have trouble with lab blood draws. I would definitely think Quest or Labcorp would take great interest in your product and run with it since that is what they do all day long. Once they are on board with it, you would be golden!
ReplyDeleteNice Job on the interviews the doctors gave great reasonings and explanation on their behavior. Obviously the doctors are not trying to take risks and buy equipment that might be recalled or not live up to their expectations. There are outliers like Dr. Daniels that enjoy trying the latest technology and once they see the benefits, they are the customers that would be the best to target. They will recommend your equipment to other doctors and health professional, ultimately spreading the word.
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